Ten Reasons Why Online Surveys are the Future of Marketing

Your customers are tough cookies. They’re extremely media aware and increasingly cynical – it’s a clever marketeer who can get through to them. Online surveys modernizes the traditional format and offer a unique way of interaction – all the benefits of the Internet without the programming. Here are ten reasons why they may be the silver bullet marketeers’ need, complete with examples supplied by Martin Day, managing director of Survey Galaxy – one of a new breed of websites making online surveys quicker and cheaper

1. It’s cheap and cheerful
Select the right survey website and creating surveys can be free of any charge and the cost to publish very reasonable.
Information harvested from surveys can be reused and repackaged in other marketing and PR for use in press outlets making it a very efficient form of information gathering.

2. It’s easy peasy
Anyone can create and design an online survey. Using an online survey website only basic browser skills is required to create professional looking surveys that when published ate simple to comcomplete.

3. Canvas the world
Promoting an online survey can be via email (with a link enclosed), through a link from a website or as a referenced by other forms of advertising. Anyone who has the link can be connected instantly to the survey, at a time that’s convenient to them, 24×7.

4. We have all got an opinion – and we like to give it
Customers do not associate surveys as spam and most welcome the opportunity to make their voice heard and a chance to have an impact on a brand. They can be particularly good for broaching sensitive subjects with concerned employees; a survey asking a workforce on their opinion of change allows the key issues to be raised in a positive manner and encourages employee participation. Deliver a message to individuals and then have the feedback collated in a manageable form.

5. Get inside your respondent’s head
With traditional advertising you can lead a customer to an advertisement but you can’t make them think. Surveys have the advantage of engaging each respondent, who thinks about the question before giving their response.

6. Building relationships
It needn’t all end once a survey has been completed – while you have their attention you can ask if they want to sign up for more information or a regular newsletter – making the most of the window when you have their interest.

7. If you like this, you’ll love…
One of the most important benefits of a survey is the ability to make inspired or useful connections instantly to other areas. By embedding links within the survey you are able to reinforce the marketing message.

8. Subtle marketing
Surveys can associate a product with a number of positive attributes. By listing a product’s features and then asking the respondent to score on how important they are, regardless of their response, the product will be associated with the feature.

9. It’s not just about selling
A survey is an effective, easy and quick method to promote and gain acceptance for a difficult proposal; for example a public body trying to gain acceptance and support for a particular scheme.
Take the example of a city trying to gain support from the general public for their bid to host a future Olympic Games. With a survey you have the opportunity to explain each benefit putting the respondent in a much better frame of mind to appreciate an argument and be more positive in their response. Promoting the cause is just the start as you can then use the feedback you receive to fine tune the overall marketing strategy.

10. Fresh topics engage interest
Think laterally and a lively and imaginative approach to surveys can provide a ‘hook’ to engage respondents. The survey subject can be targeted at a particular group on a subject close to theirs hearts. A survey’s marketing message can take the form of a simple brand awareness message by stating that the survey is being sponsored by brand name, or by finding a link from the subject matter to the product – something that is surprisingly easy and highly effective.

Attract traffic by providing a Public Survey section as many people who enjoy completing crosswords and doing word puzzles enjoy completing surveys. Having a public survey notice board as part of a website is a cost effective and automated method that will help increase traffic and establish a loyal and returning following. No need for moderators as unlike discussion boards there is no opportunity for people to disrupt the site by inappropriate remarks as the survey results can be displayed in summary form.

The majority of customers do not view surveys as spam and will welcome the opportunity to voice their opinion and have the chance to make an impact on a brand.

Many of the techniques and a few more are contained in the following Sample Marketing Survey.

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